Weekly targets, annual resolutions, and five-year plans are often so tantalisingly out of reach. Despite our best intentions, many of us need help to maintain the goals we set for ourselves. The next time you set a goal, consider teaming up with a friend. Recent field research led by Assistant Professor Rachel Gershon and published in Management Science reveals that collaborating with friends on our objectives might make them more achievable. Gershon, together with Cynthia Cryder from Washington University and Katy Milkman from the University of Pennsylvania, specifically investigated the impact of joint gym visits and discovered that attending with a friend, despite the challenge of aligning two schedules, increased gym attendance by 35%.
“Although it introduced the complication of coordinating with another, we observed that people became more motivated and more frequent gym-goers,” Gershon explains. “This highlights how social incentives, often overlooked, can aid in surmounting other obstacles in our path.” The study enlisted two group participants for a “Gym Bonus Month,” which spanned four weeks from February 1 to February 28. Each group paired up with a friend, and each gym visit earned them a $1 Amazon gift card. One group received this incentive every time they visited the gym, irrespective of their friend’s participation, while the other group’s reward depended on joint attendance.
The results showed that those who paid only when visiting the gym with their friends doubled their joint sessions and enhanced their overall gym attendance by 35%. Gershon and her team concluded that two significant advantages outweighed the logistical difficulties of syncing schedules. Firstly, individuals enjoyed their gym visits more when social, enhancing the likelihood of future visits. Secondly, there was a heightened sense of accountability when meeting a friend at the gym.
“Our research highlights two forms of accountability,” notes Gershon. “Individuals feel obliged to their friends, as they want them to receive the reward, but they might also worry about their reputation should they fail to meet expectations.” Despite the apparent benefits, Gershon and her colleagues found that when asked, over 80% of people preferred not to coordinate gym visits with a friend, highlighting a general reluctance to engage in joint activities despite the potential advantages. This reluctance, Gershon suggests, may stem from an underappreciation of the motivational boost and the stronger social connections that such arrangements can foster, connections that can make us feel more connected and part of a community.
The research also demonstrated that the social aspect of attending the gym was particularly beneficial for those who were less active initially. Among each pair, the friend who exercised less frequently before the study experienced a significant increase in gym visits, suggesting that social incentives can be incredibly potent for specific groups. Beyond the gym, these findings have broader implications for behaviour modification in various settings. For instance, companies aiming to enhance employee engagement in skills training might consider implementing joint-incentive schemes to increase participation and strengthen workplace relationships.
Furthermore, Gershon’s research into referral programs suggests additional benefits. Many organisations offer incentives, like a free month of membership, for recruiting friends. This strategy not only helps to engage new customers but can also increase the motivation of existing ones, demonstrating the decisive role of social networks in initiating and maintaining new activities. This role can inspire and motivate us to take on new challenges.
More information: Rachel Gershon et al, Friends with Health Benefits: A Field Experiment, Management Science. DOI: 10.1007/s00394-023-03123-x
Journal information: Management Science Provided by University of California Berkeley Haas School of Business
